Course Focus

It cannot be said enough: A marketing strategy lives or dies in communication with the customer. In addition, there is a methodology to it—it is the culmination of all of the marketing research and analysis you've done. What you say, how you say it, how often you say it, the media channels you use to distribute your message, how you respond to complaints—all of this affects customers’ experiences with your brand.

In this course, you'll take a deep dive into integrated marketing communications, or IMC. You'll explore a process-based approach to designing creative communications using a variety of methods and media. Finally, you'll examine ways to assess the performance of an IMC campaign.

Who Should Take this Course?

This course is appropriate for services marketing and operations professionals; industry professionals interested in analyzing services marketing data to make strategic decisions; services marketing managers and professionals who interact directly and communicate with customers; and product marketing professionals transitioning into a marketing role in service-centric firms.

Key Benefits

Participants who complete this course will be able to...

Identify communications objectives

Use a process-based approach for planning and designing creative marketing communications

Select the right integrated marketing communications methods and media

Determine the success of marketing communications campaigns

Topics Include

Module 1: Identifying Marketing Communications Objectives

What is Integrated Marketing Communications (IMC)?

Challenges with Integrated Marketing Communications

Trends in Integrated Marketing Communications

Communicating the Service Promise

How Do Customers Think about Your Service Brand?

Positively Affecting Consumer Attitudes about a Brand

Persuading Informed Consumers

Module 2: Using a Process-based Approach for Planning and Designing Creative Marketing Communications